Wayne Mullins, a former lawn-service owner, built a million-dollar business using the century-old AIDA model: Attention, Interest, Desire, Action. The book argues that effective marketing doesn't need to be expensive or complicated, just systematic and measurable.
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People often assume that marketing has to be expensive, complex, and complicated, whereas the truth could not be further from that. Marketing can actually be affordable, easy to implement, systematic, based on real tried-and-true frameworks that can be measured, and super effective for your business. And so if you need help with your marketing, you're going to love today's review. Book Thinkers family, today I will be reviewing my biggest takeaways from Full Circle Marketing, written by author Wayne Mullins. This is a book that I just finished up, and the subtitle reads, Transform Your Marketing and Turn Customers into Evangelists. So who is Wayne Mullins? Well, just like me, before getting into the marketing space, he ran a service business. For him, it was lawn services. For me, it was house painting. And after building and growing that business very successfully, Wayne said, you know what, I really like the marketing side of things. So now he's built out a full-service marketing company called Ugly Mug Marketing. They'll help with websites and social media, etc. And he wrote this book to help teach you what he's been using successfully for a long time now, which is a series of frameworks and strategies that help turn your customers into evangelists and can help you do more business. I love how there's a certain story that follows kind of throughout this book called the Marketing Rock. It's a simple little rock with a message on it that helped Dwayne generate over $1 million in business. So there we go, scratch that off the list. It does not need to be expensive or complicated. He did over $1 million with a simple little set of rocks. If you want to learn more about that message or that story, you'll have to grab a book. But today I'd like to talk to you about my biggest takeaway, which is a framework that was actually originally written about back in 1910 called AIDA. And so that teaches you also something else, right? These marketing gurus that are selling you in all these different courses about, hey, today's best marketing tips, brand new, blah blah blah— not true. There are certain things that were written about over 100 years ago that are better than all of that. And so the one that I want to talk about today is called AIDA. The A in the acronym AIDA stands for attention, and Wayne says where attention goes, money flows. Well, the other day we were having an Instagram Live conversation about this book, and I asked him about that—the attention piece. And he said, hey, listen, where does your attention go? You should pay attention to that. When you're scrolling through social media, if an ad catches your attention, what was it about that ad? Stop and reflect. Was it the color combination? Was it a product? Was it music? Was it text on a screen? What grabbed your attention? Can you use that in your business? Remember, where attention goes, money flows. And so I've been screenshotting different ads that capture my attention and taking a couple notes about them. That's called a swipe file or a morgue file. You want to try to implement some of that in your business. You don't need to copy other people. Being a copycat is not going to help you, but can you modify what grabbed your attention for your audience and deliver more value? So that's the A in AIDA. The I is interest, and Wayne says people are interested in their interests, not your products or services. I thought that was really interesting. You need to start filtering your marketing material through the lens of what other people are interested in, not your products or services. So for this book as an example, you're probably interested in learning about how marketing can be affordable, easy to implement, systematic, and effective, right? Not this book directly, right? You're interested in what this book can do for you. So I hope that you've learned a little bit about the interest piece there. The D in AIDA stands for desire. Desire starts with the knowledge that something better is possible. Where you are today is a result of your marketing systems, whether that's your personal brand or your business. Face the facts, where you are today is a result of your systems. So if you're not satisfied, you know that something better is out there, right? There can be marketing systems that will improve your business. That's where the desire is going to come from. But how in your marketing can you portray that for other people? You need to let them know what's possible. And then the A at the end of AIDA stands for action. This is often overlooked. Wayne says it's the one that most people fail to take action on, funny enough. And he says a clear singular path for exactly what to do next. That's how he defines the action here. And he also says that the goal of your marketing should be to make selling unnecessary. I loved that. As technology gets better, customers start to make their purchasing decisions simply through marketing, and then they can go execute against it. They don't need to get on the phone with a sales rep like you used to. So now that you've got somebody's attention, you've got the desire and the interest piece figured out, what do you do? Where does your funnel go? You need to channel that energy somewhere so that you can actually collect some coin. I know that my marketing funnels do not lead to an action. They're not very clear. And so that's a big area that I'm going to need to improve with the Book Thinkers business. So those are some of my favorite takeaways from this book. I think the other biggest thing that I learned is about creating evangelists, like it says in the subtitle. An evangelist is somebody who's going to go sell on your behalf. Once you've attracted the customer, pay attention to them, follow up, treat them the right way, and you'll be able to do a lot more business through the people that you've already attracted. You know, back in the day, I saw a Gary Vee video where he said, why are you looking for more followers? You're not even paying attention to the ones that you have. What's the point? The same thing with your customer base, whether it's a personal brand type business or whether it's a full big business with dozens of employees or hundreds of employees or thousands. Pay attention to your customers, turn them into evangelists using the frameworks in this book, and you'll be happy that you did so. So I have a degree in marketing. I've read a ton of books on marketing, but I find books like this small, simple, and effective to be very effective. Wayne uses predictable result type marketing, and that's often not found with the trendy clickbait type guru stuff. You'll like this book. Let me know if you have any questions. Comment down below. Go check out our Instagram Live. We just did a giveaway, so if you won a copy of this book, congratulations. If you didn't, it is now available for purchase, so you can grab a copy and improve the marketing in your business. I hope you go read something. Have an amazing day. Adiós. Bye.
